CÔTE D’OR AFFIRMS ITS “STRENGTH OF CHARACTER” WITH A NEW BRAND PLATFORM
Côte d’Or unveils its new brand platform in France: “Force de Caractère”. The result of a collaboration between Ogilvy Paris, Ogilvy Social.Lab Brussels and Hogarth Paris, this brand platform represents a pivotal moment for Côte d’Or and aims to strengthen its position as an iconic and distinctive brand in the chocolate category under the aegis of Mondelēz.
Inspired by the daring life of Charles Neuhaus, founder of the brand who sailed to the Côte d’Or in search of the most intense and aromatic cocoa bean, the new platform invites us to step out of our comfort zone, to dare the great sensory or very real journey towards our deep aspirations despite the gaze of others and our own vulnerability. It is a quest for authenticity.
Benjamin Bregeault, Creative Director at Ogilvy Paris, declares: “ Strength of character is a territory of great richness. It is in each of us and each of us relies on on her throughout her life. Whether it’s to walk through the door of a new job, approach your future partner in a café or everything leave to become the person we always dreamed of being, strength of character is a driving force in our incessant search for authenticity and affirmation of our singularity. The parallel with the reality of the product is very powerful because Côte d’Or is actually created from cocoa beans with an intense and unique taste and which make it a chocolate apart. »
Anne Galavielle, Marketing Director Côte d’Or Mondelēz Europe, expresses her enthusiasm for this collaboration: “ Within Mondelēz International, Côte d’Or has always been committed to providing an experience gourmet, intense and unique taste around its chocolate. The “Force de Caractère” brand platform reflects our commitment to the quality of our recipes, and our ambition to stand out in the chocolate category. We are delighted to partner with Ogilvy Social.Lab Brussels, Ogilvy Paris and Hogarth Paris for this fantastic adventure and we can’t wait for our consumers to discover this new era in the history of Côte d’Or, placed under the sign of gluttony, character and authenticity. »
The global campaign will be deployed in France from the end of December on TV and from January 2 on digital.
Belgium
